≤
Go to www.b2bm.biz
Market research supplement
5
train of thought. David Barr, director- decision-making process.” not being asked in a way they are
general, can understand the temptation to Having said that, experts agree leading to certain responses.”
cut costs, but warns businesses against that there are some types of B2B
the inherent dangers of poorly- research that can be carried out by Sticking with tradition
constructed research methodologies that the non-specialist. “With relatively Research in B2B is a specialist area.
can ultimately lead to false economies. short surveys of five minutes or so Online research tools are available but
“The Internet has made [carrying out your with your own customers, where you telephone interviews still appear to be
own research] more tempting. People have some sort of brand rapport favoured by traditional market
often have the impression they can do it before you start business owners researchers, certainly where qualitative
on the cheap, but they need to remember could do their own research,” says research is concerned. Conversely, if you
that a piece of research that is poorly Labrum. “As soon as you start using scan the Internet, you’ll find all manner of
constructed will lead to amateur results. intricate questionnaires and complex online and research tools, many of them
With amateur research, businesses run research methodologies you need to aimed at businesses looking to do some
the danger of inputting faulty, misleading bring in expertise and reassurance quick number-crunching in relation to
research results into the business to ensure questions are their particular industry sector.
B2BM SEPTEMBER 08 – www.b2bm.biz
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17